Confessions of a Higher Ed Social Media Manager

Jenny sits down with Josh Rangel, a seasoned social media expert, to unpack the evolution of social media marketing. From the early days of Twitter to today’s high-speed, high-volume content landscape, Josh shares insights on what’s changed, what’s stayed the same, and why organic social media still matters. He also offers advice for social media managers, emphasizing the importance of building a team, measuring success effectively, and—above all—having fun.

Guest Name: Josh Rangel, Senior Director, Social at Ogilvy

Guest Socials: 
LinkedIn: https://www.linkedin.com/in/jrangel/ 
Threads: https://www.threads.net/@rangelie 
Bluesky: https://bsky.app/profile/joshrangel.bsky.social

Guest Bio: Josh is a Senior Director, Social at Ogilvy. He has 19 years of experience providing strategic social media and public relations counsel - developing data-driven content, social engagement, and influencer marketing strategies and tactics that tap into culture and earn attention for some of the biggest brands in the world, including McDonald’s, Google, Unilever, Allstate, Dyson, Grubhub, General Mills, and PepsiCo. His experience includes channel and content strategy, brand communications, paid and earned influencer marketing, real-time engagement execution, trend-spotting, social customer experience oversight, community management, social listening, brand and product launches, and strategic social media lead on several award-winning campaigns.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Jenny sits down with Michelle Mc Mahon, Digital Marketing and Content Officer at the University of Limerick (UL), to discuss how her team has mastered authentic social media storytelling. Michelle shares her journey from PR to higher ed marketing, the strategy behind UL’s student-driven content, and how her team collaborates across departments to create compelling campaigns. If you’re looking for fresh strategies to elevate your university’s social media presence, this episode is packed with insights.‍

• Authenticity is about people-first storytelling. Instead of pushing institutional messaging, UL prioritizes real stories from students.
• Social media content should be channel-specific. What works on TikTok won’t necessarily perform on LinkedIn or Instagram.
• Students are the best brand ambassadors. They bring credibility, relatability, and an authentic voice that resonates with prospective students.
• Recruitment is only half the battle—retention matters too. A well-structured, engaging student content creator program keeps students involved and invested.
• Collaboration between departments strengthens marketing efforts. Working with research and athletics teams helps UL showcase its strengths in a meaningful way.
• Fun should not be overlooked in university marketing. Content that entertains is more likely to engage and build affinity with the audience.

G‍uest Name: Michelle McMahon, Digital Marketing and Content Officer, University of Limerick

Guest Social: LinkedIn

Guest Bio: Michelle Mc Mahon joined University of Limerick as Digital Marketing Officer in 2021 – moving home to the west of Ireland after ten years in Dublin. Her prior roles include Head of Social & Innovation at FleishmanHillard Ireland, and founding editor of digital publication Her.ie; where she managed a team that grew an audience from 0 to one million unique monthly visitors in two years. Prior to this, Michelle presented and produced a daily mid-morning radio show on BAUER media’s SPIN South West. As part of her role in the small but mighty Central Marketing Unit at UL, Michelle works on impactful, storytelling-led campaigns, and shapes the strategic approach to key channels including Instagram and TikTok. Michelle also manages the award-winning student social media officer programme at University of Limerick, bringing authentic student-led content to the university’s social channels.

Michelle’s journey into higher education marketing began when she left the fast-paced world of PR in Dublin to move back home to western Ireland. She had always been intrigued by the idea of working in higher ed, and when a digital marketing role at UL opened up, she jumped at the chance. For her, the appeal was clear—education is something truly meaningful to promote. Unlike PR, where she sometimes had to market things she wasn’t passionate about, higher ed offered a mission she could fully get behind.

At UL, Michelle found herself part of a small but dynamic central marketing team. She quickly realized that while working in university marketing may not be as romantic as she once imagined, it is both challenging and rewarding. With a strong passion for storytelling and an interest in student engagement, she has helped shape a social media strategy that prioritizes real voices and human connection.
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"Authenticity" has been a buzzword in higher ed marketing for years, but what does it actually mean? For Michelle and her team, authenticity is about putting people first. Instead of flooding feeds with institutional messaging, they focus on individual stories that resonate with their audience.

One of the key questions they ask before creating content is, "Who cares?" They’ve found that people care about people—not about lists of faculty credentials or course attributes. Real student experiences always perform better than polished marketing copy. That’s why Michelle emphasizes the importance of listening to students and allowing them to tell their stories in their own voice.

Additionally, she acknowledges that as marketers, it’s easy to assume we know what students want based on our own college experiences. But times have changed. The way students communicate is different, their needs are different, and their expectations of digital content are different. The key to staying relevant is simple: Listen first. Create second.
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Michelle is a firm believer that content should be channel-specific. With so many platforms to manage and limited resources, the temptation is often to use a "Create Once, Publish Everywhere" (COPE) strategy. However, UL takes a more tailored approach.

For example, while their postgraduate recruitment campaign featured beautifully produced videos, those same polished assets didn’t belong on TikTok. Instead of forcing them onto the platform, UL’s team had one of their student ambassadors, Joseph, create a reaction video showing his surprise at seeing himself on billboards and buses. This lo-fi, personal approach performed significantly better than a direct upload of the campaign video ever would have.

Michelle's philosophy? Give people what they want, where they want to see it. Less, but more tailored, content is often more effective than trying to be everywhere at once.

Recruiting student content creators is one thing—keeping them engaged is another. UL has built a robust student social media officer program that balances freedom and structure.

The recruitment process starts with an annual push in September, but applications remain open year-round. Michelle and her team don’t just wait for students to apply; they proactively scout for talent by reaching out to students who tag UL on social media. They also visit classrooms—especially within journalism and media programs—to directly invite students to apply.

Once students join the team, they’re encouraged to pitch ideas freely. However, Michelle also recognizes that some students excel with assigned tasks rather than open-ended brainstorming. To keep students engaged, UL fosters a supportive community, offers regular meet-ups, and ensures contributors feel valued. The success of the program is evident: some students have stayed on for multiple years, and many use their experience as a stepping stone to career opportunities post-graduation.

One of UL’s biggest social media wins has been breaking down silos and collaborating across departments. Their recent partnership with the research team is a prime example.

Research plays a huge role at UL, but translating complex scientific work into engaging content is a challenge. Rather than sticking to traditional academic messaging, UL's marketing team worked closely with researchers to create a compelling video series. These videos showcase both high-profile experts and up-and-coming scholars, presenting research in a way that resonates with a broad audience.

Another exciting collaboration is with the athletics department. UL is known as "Ireland’s sporting campus," and the team has been working on better integrating sports content into the central social media channels. What started as a student-generated idea—a weekly sports roundup—has now grown into a full-fledged initiative, with additional student social media officers dedicated specifically to sports content.

By building trust with other university departments, Michelle’s team has expanded UL’s digital presence in meaningful ways—without overstretching their own limited resources.

Michelle’s Confession: She listens to everything—podcasts, audiobooks, e-learning courses—on double speed. Her husband jokes that he wishes he could speed up conversations with her in real life!

Michelle Mc Mahon’s approach to social media at the University of Limerick is a masterclass in 

authentic, student-driven marketing.

 From prioritizing real voices over polished institutional messaging to tailoring content for each platform and fostering collaborations across campus, her strategies offer valuable lessons for any higher ed marketer.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode of Confessions of a Higher Ed Social Media Manager, host Jenny sits down with Alexandra Modafferi, Social Media and Content Strategist at Ramapo College, to discuss an innovative social media collaboration with Montclair State University. They dive into how a shared mascot name sparked a fun, engaging campaign, the role of trending audio in boosting engagement, and best practices for collaborating with other institutions. Alexandra also shares insights on using student-created music, navigating business account restrictions on social media, and the pros and cons of scheduling content.

Related Link: https://www.instagram.com/p/DEcv4k6phHX/‍

• Creative collaborations can drive engagement – Ramapo College and Montclair State University leveraged their shared mascot name for a viral social media post.
• Trending audio enhances content visibility – Choosing the right sound can amplify a post’s impact and make it more engaging for audiences.
• Collaboration logistics matter – Planning file sharing, posting schedules, and caption approvals in advance ensures a smooth process.
• Use student talent for original content – Tapping into student musicians and creatives can provide unique, royalty-free content.
• Be cautious with scheduled content – Technical glitches and real-world events can make pre-scheduled posts problematic.‍

Alexandra shares how the idea for the collaboration had been in the works for some time, but the perfect opportunity arose when the New Jersey state government featured college mascots—excluding Ramapo and Montclair State. This snub inspired Alexandra and her team to create their own moment, leading to the birth of the “Rocky vs. Rocky” campaign, which featured both institutions’ mascots in a fun, friendly rivalry. The campaign gained traction by using a trending audio clip that added humor and energy to the post.‍

When asked about the impact of trending music, Alexandra emphasized that the chosen sound was critical to the campaign’s success. The unexpected transition between mascots in the video, combined with the trending audio, created a delightful surprise for viewers. She also explained how business accounts can determine whether they have access to certain trending sounds, and shared tips for ensuring that selected audio is copyright-safe.

For those looking to try a similar collaboration, Alexandra recommends starting with strong planning. Factors like ensuring access to a mascot, determining file-sharing methods, and deciding who will post the final content should all be ironed out in advance. She also stressed the importance of authenticity—collaborations should feel natural and align with the institution’s brand voice.

Alexandra admitted that she prefers posting content manually rather than scheduling in advance. She’s had experiences where scheduled posts didn’t go live as planned, causing unnecessary stress. Additionally, she highlighted the risk of scheduled posts unintentionally going out during sensitive moments. Despite this, she acknowledges that scheduling tools can be helpful for teams managing a high volume of content.

Guest Name: Alexandra Modafferi, Social Media & Content Strategist, Ramapo College

Guest Social: LinkedIn

Guest Bio: Alexandra is an experienced social media strategist at Ramapo College of New Jersey. She has over a decade of experience navigating the higher education social media landscape. Right out of college she envisioned a creative career in television production and began working with various networks on a number of shows until she realized TV wasn’t for her. After that, she did some video editing and then focused on social media for marketing and public relations companies before landing at Ramapo. Alexandra is often struck by how much her production, filming, and editing skills are needed in “social” today.  Alexandra and her student team are dedicated to showcasing the mission of New Jersey's premier public liberal arts college through authentic, engaging content published on the institution’s accounts. Mentoring students to unlock their own strengths and discover what they love is the best part of the job. Outside of work, Alexandra is surviving parenting two toddlers with her loving husband while also trying to find a moment to knit or bake something scrumptious.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Host Jenny sits down with Mikki Collins, a former higher ed social media manager at the University of Chichester, who shares her transformative journey in leveraging social media as a key recruitment tool. From developing student influencer programs to driving engagement on platforms like TikTok and Instagram, Mikki provides actionable insights into creating authentic connections and making the most of limited resources. Listen in as they discuss how higher ed social media professionals can shift their mindset from communications to strategic marketing.

• Student Influencers are Gold: Current students and graduates are often the most effective voices for reaching prospective students.
• Adapt to Platform Dynamics: TikTok has evolved from a discovery platform to a search engine—use it strategically at different stages of the recruitment funnel.
• Targeted Content Wins: Tailor content to different stages of the recruitment funnel, from generating awareness to nurturing conversions.
• Leverage Social Listening: Search university nicknames and hashtags to uncover organic student-created content and trends.
• Metrics with Intent: Align success metrics (e.g., reach, engagement) with the goals for each recruitment funnel stage.
• Sustainable Social Media Practices: To avoid burnout, delete work-related social media apps during breaks and maintain healthy work-life boundaries.

How Mikki Got Started in Higher Ed Social Media 
Mikki Collins began her career in higher education through a unique route, starting as a Student Union officer and later transitioning to a digital content role. She quickly gravitated toward social media as a tool to engage students, working with limited resources to grow the University of Chichester’s online presence. Mikki’s small team transformed from social media novices into UK leaders in higher ed social media by experimenting with tactics that resonated with their target audiences.

Using Students as Influencers 
Mikki was an early adopter of the "students as influencers" concept. Realizing that prospective students wanted to hear from their peers, she used Instagram’s Q&A feature and hashtags to discover students who were already creating authentic, high-engagement content about the university. This strategy uncovered micro and macro influencers—like one student with 300,000 followers—who were eager to collaborate. By partnering with these students, Mikki’s team amplified the university’s reach and authenticity, fostering trust among prospective students.

TikTok as a Recruitment Tool 
TikTok played a pivotal role in Mikki’s strategy. Starting the university’s account in 2019, her team grew it from an underutilized platform to the most-followed account within a year. By creating playful, tongue-in-cheek content, they broke through the noise and raised awareness of the university—even in its local community.

Mikki shared how TikTok evolved from a discovery platform to a search engine. Early in the recruitment cycle, her team worked with student influencers who had large followings to generate awareness. As TikTok shifted to a search-first platform, they partnered with students who had smaller audiences to create content that addressed specific prospective student concerns, such as accommodations and campus life.

Building a Social Media Funnel 
One of the episode’s standout moments was Mikki’s explanation of the recruitment funnel and how social media fits into it. She described creating content tailored to each stage:

• Awareness Stage: Share general information about the university, location, and events to attract prospective students. Success metrics here include reach and impressions.
• Conversion Stage: Focus on personalized content, such as Q&A sessions and campus tours, to address specific concerns and keep prospective students engaged. Metrics for this stage include comments, direct messages, and content shares.

Mikki also emphasized the importance of social listening—using hashtags and search terms like university nicknames—to understand what content students are already creating and searching for. By consistently revisiting these insights each year, institutions can adapt their strategies to evolving student needs.

Sustaining Work-Life Balance as a Social Media Manager 
Mikki ended the conversation with an important confession: she deleted LinkedIn from her phone over the holidays and hasn’t reinstalled it since. As a social media professional, she understands the risks of burnout and advocates for intentional breaks from work-related platforms. Her advice: don’t be afraid to temporarily delete social apps or establish boundaries to maintain a healthy balance.

Guest Name: Mikki Collins, Content and Experience Designer, Pickle Jar Communications

Guest Social: LinkedIn

Guest Bio: Mikki Collins is the Content and Experience Designer at Pickle Jar Communications and has a strong social media background in the Higher Education sector and proven award-winning experience for digital content campaigns and projects she has produced.

She previously worked for the University of Chichester as their Digital Content Producer for 5.5 years. In that time, Chichester achieved the number 1 ranked UK University on TikTok in 2022 and 2023, and the Champion of Diversity, Equity and Inclusion in content at the ContentEd awards for the final series of the University’s podcast all about minority groups. 

She has presented at different national and international education conferences for her TikTok framework, award-winning podcast series and turning digital student ambassadors into influencers organised by groups such as UUK, UniBuddy and Times Higher Education.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Related links:

Digital Community Cohort

Student Affairs Marketing and Communications survey

Marcomm Barbie Slack Group

‍In this episode of Confessions of a Higher Ed Social Media Manager, Jenny Li Fowler chats with Josie Ahlquist, a trailblazer in the higher education community. Josie shares her inspiring journey into higher ed, shaped by her family’s roots, her passion for student engagement, and her knack for empowering institutions to foster authentic online communities. The conversation dives deep into the dynamics between student affairs and central communications, exploring ways to bridge gaps, build relationships, and create meaningful student connections.

• Relationship-building is key: Building partnerships between central comms and student affairs starts with authentic, non-work-related connections.
• Empower "make-em-up marketers": Many student affairs staff juggle multiple roles; training and shared resources can significantly enhance their effectiveness.
• Understand student development: To communicate effectively, know where students are emotionally, socially, and developmentally.
• Ask students directly: Whether through feedback or collaboration, student voices are a powerful tool for shaping impactful communication strategies.
• Centralize resources without alienating teams: Hybrid models and shared resources can improve collaboration and strategy without overstepping boundaries.

Josie Ahlquist credits her family’s legacy for inspiring her deep passion for education. Her grandparents, who valued education despite their working-class cowboy roots, instilled in her the idea that knowledge is invaluable. Her first steps on a college campus felt like home, sparking a career in higher education that has never wavered.

Student affairs teams often operate with limited resources and little formal training in marketing and communications. As Josie puts it, many are "make-em-up marketers," learning on the job and finding creative ways to manage their responsibilities. This DIY approach, while admirable, can lead to inefficiencies and misalignments with broader institutional branding.

Additionally, Josie points out that social media has "grown up," making it more challenging for student affairs to stay strategic without dedicated support. From inconsistent messaging to a lack of positional structures, the divide between student affairs and central comms often hinders collaboration.

Josie emphasizes the importance of relationship-building—starting with something as simple as coffee chats or happy hours to break down silos. Central comms teams should avoid diving in with audits or policies right away. Instead, build trust by getting to know the people behind the accounts and finding ways to support their work without micromanaging.

She also suggests hybrid models that pool resources, ensuring that student affairs teams have access to central comms expertise while maintaining the unique connections they have with students.

Josie highlights the importance of understanding student development theory—an often overlooked area in higher ed communications. Knowing where students are emotionally, socially, and developmentally can inform messaging strategies and ensure communications truly resonate.

Student affairs teams, with their direct student contact, can be a treasure trove of insights. Josie suggests collaborating with these teams to collect feedback, co-create campaigns, and feature diverse student voices in marketing efforts.

Josie encourages institutions to consistently ask students for feedback, even if the answers are raw and unfiltered. She also stresses the importance of crafting messages that are valuable and relevant to students. It’s not about the channel—it’s about the content. If the messaging matters, students will engage, no matter where it’s shared.‍

1. Map the structure: Identify who is responsible for communications across various student affairs offices.
2. Start small: Begin with informal meetings or organic conversations before implementing larger initiatives.
3. Create shared spaces: Platforms like Slack or Discord can foster collaboration without requiring rigid committees.
4. Lead with empathy: Recognize that many in student affairs are juggling marketing as one of many responsibilities. Approach with support rather than critique.
5. Partner for progress: Collaborate on building centralized resources and strategies while respecting the autonomy of student affairs teams.

As someone who literally puts her face and name on her brand, Josie admits she has struggled with imposter syndrome and perfectionism in her journey. Hiring a team member to help her stay consistent with her content allowed her to overcome the internal battles that often held her back. Her mission today is to empower leaders and institutions to tell authentic stories, even when self-doubt gets in the way.

Guest Name: Josie Ahlquist, Digital Engagement and Leadership Consultant, Keynote Speaker and Executive Coach

Guest Social: 
X
LinkedIn
Facebook
Instagram
Bluesky
YouTube
Threads

Guest Bio: Josie Ahlquist empowers leaders, organizations, and students to embrace purposeful digital leadership through her dynamic speaking engagements, personalized coaching, and expert consulting services. Her approach is deeply rooted in her grant-funded and award-winning research, which has equipped her to train thousands worldwide, consult for various institutions and corporations, and coach executives on effective and personalized digital strategies.

In 2023, Josie was honored as a NASPA Pillar of the Profession, recognizing her as a distinguished figure in student affairs. She has also been a three-time LinkedIn Top Voice in Education recipient. For five consecutive years, her insights have been recognized in Ed Tech Magazine’s “Top 50 Must-Read Higher Education Technology Blogs.” Her podcast, "Josie and the Podcast," has received accolades from The Chronicle of Higher Education and Inside Higher Ed. Her book, "Digital Leadership in Higher Education: Purposeful Social Media in a Connected World," debuted as an Amazon #1 new release in the college and university student life category.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Host Jenny engages with Lia Haberman, a creator economy expert, to unpack the role of influencer marketing in higher education. Fresh off a visit to the White House, Lia shares insights into the evolution of the creator economy, how influencers shape audience engagement, and actionable strategies for integrating influencer marketing into university communications.

• Influencer Marketing vs. Creator Economy: Understand the difference between influencers promoting brands and the larger ecosystem enabling creators to thrive.
• Why Higher Ed Needs Influencers: Institutions can leverage influencers, including students, alumni, and faculty, to amplify messages authentically.
• Building Relationships with Influencers: Collaborate with influencers through budget-friendly approaches like campus events, content partnerships, or passion-driven projects.
• Start Small and Local: Many influencers with niche audiences, such as professors or student athletes, can create meaningful connections without hefty price tags.
• Stay Current: Keeping up with newsletters, books, and conferences helps higher ed marketers navigate the rapidly evolving influencer landscape.

Lia Haberman defines influencer marketing as a brand's collaboration with influencers to promote its products or services to their audiences. She explains that this is a subset of the broader creator economy, which encompasses the platforms, tools, and businesses supporting influencers. While influencer marketing has evolved from simply posting product ads, its role remains vital in creating relatable and impactful connections.

For higher ed, influencer marketing means leveraging students, alumni, and faculty to act as relatable amplifiers for the institution's messaging. Haberman notes that while traditional marketing can feel impersonal, influencers offer a genuine voice, fostering trust and engagement.

Higher education is notoriously slow to adopt new trends, but Lia emphasizes the benefits of integrating influencer marketing into university strategies:

1. Reach Gen Z and Gen Alpha: These demographics trust influencers and prefer authentic, peer-led communication over institutional messaging.
2. Evolve Beyond Celebrities: Influencers today include professionals, experts, and niche creators, making the strategy accessible to universities with diverse audiences.
3. Build Relatable Content: Influencers excel at creating compelling content that resonates with their audience, often outperforming traditional advertising.

Lia encourages institutions to think locally, identifying influencers within their community, such as star student-athletes, faculty with niche audiences, or alumni with strong online presences.

When it comes to sourcing influencers, Lia suggests the following:

• Social Listening: Observe who your students engage with online. Tools can help, but even manual research—like monitoring social media interactions—yields insights.
• Personal Outreach: Sliding into DMs with genuine compliments or proposals can open doors for collaboration.
• Creative Compensation: Not all partnerships require big budgets. Consider offering speaking opportunities, awards, or aligning with the influencer's passions to add value.

For example, a university might work with a prominent alumni influencer to create content showcasing campus life. The collaboration doesn’t have to break the bank—highlighting shared values or giving access to unique resources can be enough.

Higher ed marketers often face budget constraints, but Lia stresses that great partnerships are still possible. Micro-influencers or creators with smaller, engaged followings can be affordable and impactful. Additionally, repurposing influencer-created content for institutional social media channels can stretch limited resources.

Institutions can also look internally for influencers. Professors with expertise, athletes, or even enthusiastic students can act as authentic voices for the university. Lia highlights examples like Stephen Nedorazek, an Olympian and Penn State student whose collaboration with the university has amplified its reach.

Lia recommends staying current through newsletters, books, and conferences. For beginners, she suggests resources like her own newsletter, 

In Case You Missed It

, as well as other thought leaders like Rachel Karten and Lindsay Gamble. Regularly attending events like VidCon or VidSummit can also provide inspiration and insights into the latest trends.

Guest Name: Lia Haberman, Creator Economy Expert | Advisor | Educator

Guest Socials:
LinkedIn
X
Instagram
Bluesky
TikTok 

Guest Bio: Lia Haberman is a distinguished Creator Economy expert and author of the best selling ICYMI newsletter — a must read for anyone in the social marketing space.

She’s been tapped for her social media and creator insights by brands such as Google, Robert Half and AT&T, she was invited to attend the first ever Creator Economy Conference at the White House in 2024, and has led live creator workshops for clients such as YouTubers Colin and Samir, Macy's and Riot Games.

She teaches social media and influencer marketing at UCLA Extension; has created custom lectures for visiting students from Zhejiang University, SKEMA Business School and ESIC University; and was asked to speak to a delegation as part of the U.S. Department of State’s International Visitor Leadership Program at UCLA. She’s a speaker at conferences worldwide and is quoted regularly in outlets such as in The Washington Post, Business Insider, Ad Age and more.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Mallory Willsea guest-hosts a candid conversation with Jenny, host of Confessions of a Higher Ed Social Media Manager and author of a book celebrating its one-year anniversary. Jenny reflects on the evolution of social media in higher education, how her book has resonated with professionals worldwide, and offers insights into the future of the industry. From navigating leadership dynamics to platform shifts like Blue Sky, this episode is packed with valuable takeaways for marketing and social media professionals alike.

• Social Media as a Professional Role: Social media management is no longer a junior-level role but a strategic, high-impact position deserving recognition.
• Managing Up with Grace: Practical tips for educating leadership and advocating for better social media practices while maintaining professionalism.
• Emerging Trends in Platforms: Platforms like Blue Sky offer a refreshing sense of experimentation, but preferences differ across generations.
• The Future of Content: With AI increasing content creation efficiency, the focus will shift to less frequent but higher-quality, human-centered, and authentic content.

Reflecting on a Year of Growth

Jenny opens up about the whirlwind year following her book release, sharing how it has opened doors to speaking engagements, global travel, and meaningful connections with social media professionals worldwide. Her insights reveal a profession still grappling with recognition challenges despite its critical role in brand strategy. Jenny notes that social media management has grown into a billion-dollar industry, yet the perception of the role lags behind.

She also addresses the evolving platforms, mentioning how the rapid rebranding of Twitter to X was a notable moment. Her platform-agnostic approach to strategy has ensured her book remains relevant despite the fast-paced nature of social media.‍

Managing Up in Social Media 
One of the most practical segments of the conversation involves Jenny’s advice for social media managers navigating upward communication with leadership. From addressing unrealistic content requests to advocating for strategic alignment, Jenny emphasizes the importance of turning educational moments into opportunities.

For example, she advises responding to poor content requests with phrases like, “I’m happy to take a look at it,” which deflects immediate commitment while leaving room for constructive feedback. This strategy has helped professionals across industries maintain boundaries while fostering better collaboration.

Blue Sky and Generational Platform Shifts 
The conversation transitions to Blue Sky, a platform gaining traction among higher ed marketers seeking a fresh start away from X. Jenny and Mallory note the nostalgia Blue Sky evokes for early Twitter users—offering a linear feed and space for creativity. However, Jenny highlights an intriguing generational divide: while Millennials and Gen Xers appreciate Blue Sky’s simplicity, Gen Z finds the lack of algorithmic curation unappealing.

Jenny predicts continued migrations away from polarizing platforms like X, with groups finding new digital homes in waves as platform dynamics shift.

The Future of Social Media Content 
Jenny’s bold prediction for 2025 centers on AI’s impact on content strategy. As AI accelerates content creation, the demand for less frequent but higher-quality, human-centered content will rise. Authenticity and meaningful engagement will remain paramount, pushing brands to focus on building deeper connections with their audiences rather than chasing volume.‍

Giveaway Announcement! 
Exciting news! We’re giving away a copy of Jenny’s transformative book. To enter, simply comment on one of Enrollify’s LinkedIn or Blue Sky posts about this episode. Let us know you’d love a copy, and we’ll select one or two winners at random after the holiday break.

Guest Name: Mallory Willsea, Chief Strategist and Producer at Enrollify

Guest Socials:
LinkedIn
@mallorywillsea.bsky.social

G‍uest Bio: Mallory Willsea is the Chief Strategist and Producer of Enrollify — higher ed’s largest podcast network. Her insights on best practices and new trends are informed by her sector research and more than 16 years of experience. Mallory has held executive leadership roles in ed tech and at agencies spanning customer success, marketing, and business development. Her superpower is building media brands to reach, educate, and inspire forward-thinking higher education leaders.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Jenny welcomes Tony Sheridan, a social media storytelling expert currently working at the King Abdullah University of Science and Technology (KAUST) in Saudi Arabia. Tony shares his inspiring career journey from Ireland to Saudi Arabia, emphasizing the transformative power of authentic storytelling in social media. The conversation dives deep into strategies for lifting underrepresented voices and making a meaningful impact through thoughtful and inclusive content creation.

• Authentic Storytelling Wins: Storytelling isn’t just about information—it's about creating narratives that resonate emotionally and authentically.
• Diversity Drives Engagement: Inclusive content that authentically reflects diverse voices performs better and avoids common pitfalls.
• Leadership Without Authority: Even without formal power, you can lead initiatives by aligning with core values and presenting actionable strategies.
• Strategy Is Everything: Simple frameworks, like “strategy pillars,” can clarify goals and ensure content aligns with organizational values.
• Cultural Adaptation Matters: Recognizing and respecting cultural differences enhances storytelling impact without losing universal human connection.

How Did Tony Sheridan Transition from Ireland to Saudi Arabia?

Tony’s journey began unexpectedly with a LinkedIn notification during the summer of 2020. With a decade and a half of experience at the University of Limerick, Tony had established himself as a pioneer in social media, leading award-winning campaigns on platforms like Snapchat, Instagram, and TikTok. Encouraged by a supportive manager to "spread his wings," Tony took a leap of faith to join KAUST. His decision wasn’t without hesitation, but the opportunity to expand his storytelling expertise on an international stage proved transformative.

How Does Culture Influence Social Media Strategies at KAUST?

KAUST, as a mixed-gender, international university in Saudi Arabia, presented unique opportunities and challenges. Tony noted that while Saudi culture and Islam influenced societal norms, the evolving openness of the country under Vision 2030 allowed for unprecedented storytelling opportunities. For example, highlighting female graduates and staff became a priority, reflecting KAUST's diverse and inclusive ethos. His approach emphasized leveraging these cultural shifts to showcase untold stories, ensuring that representation was at the forefront of every campaign.

What Strategies Help Amplify Marginalized Voices?

Tony adopted a systematic approach to ensure inclusivity in campaigns:

1. Establish Strategy Pillars: By creating a clear list of campaign values—like diversity, inclusivity, and authenticity—he gained buy-in from leadership and ensured alignment across teams.
2. Shift to Narrative Storytelling: Rather than simply stating facts, Tony focused on “intention and obstacle” as storytelling elements, drawing inspiration from screenwriting principles.
3. Lead with Influence: Even without formal authority, Tony championed meaningful change by presenting well-structured plans and aligning them with organizational goals.

Which Platforms Are Best for Representation?

Tony believes the platform matters less than the authenticity of the story. At KAUST, alumni-focused campaigns like "Changemakers" and student-led initiatives thrived across platforms, including Instagram and LinkedIn. The key wasn’t high production value but meaningful narratives that resonated with audiences. Tony encouraged using platforms strategically, tailoring content to each channel’s strengths.

What Advice Does Tony Have for Aspiring Social Media Storytellers?

• Start with Simplicity: Ask, “Is this good storytelling?” Strip away distractions and focus on the core narrative.
• Write It Down: Document your values and use them as a guide for decision-making.
• Tell Stories Internally: Use the power of storytelling to communicate and advocate within your organization, not just on social channels.

Practice Leadership: Take initiative to push boundaries and advocate for change, even if you lack formal authority.

Guest Name: Tony Sheridan, Marketing and communications manager for the King Abdullah University of Science and Technology

Guest Social: LinkedIn

Guest Bio: Tony Sheridan is the Marketing and Communications Manager at KAUST, one of the top-ranked research universities in the world, on the Red Sea coast of Saudi Arabia. After leading Social Media and Digital Content at University of Limerick to award-winning success for many years, he left his native Ireland and joined KAUST in April 2021. Since then he has worked with the team to bring their marketing and communications campaigns to new heights, working with high-profile, truly global brand partners such as McLaren Formula 1 racing team, Times Higher Education, AAAS/Science, National Geographic, and more.

In the last 3 years at KAUST he has taken home more than a dozen awards from around the world including ‘Champion for Diversity, Equity and Inclusion’ at the ContentEd awards in the UK for spearheading KAUST’s diverse and inclusive storytelling campaigns. He is a storyteller, as a sought after conference Keynote, traveling globally to share his strategies and stories with the global Higher Ed community. Tony has recently Co-Chaired the CASE Middle East Advancement Conference 2024 in Abu Dhabi and Content Ed 2024 in Liverpool.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Host Jenny sits down with Devin Purgason, a prominent voice in higher ed social media and engagement strategies, and recent winner of the AMA Higher Ed Marketer of the Year Award, to explore the nuances of managing social media for community colleges. Purgason shares invaluable insights on how to foster authentic connections with students across generational divides, leveraging leadership visibility, and finding unique ways to make a community college’s social media presence thrive. From creative campaign ideas to authentic engagement strategies, this conversation is packed with tips for anyone looking to elevate their institution’s social media game.

Key Takeaways

• Embrace Authenticity Across All Generations: Authentic content isn’t just appealing to Gen Z; it resonates universally, making it a powerful tool in social media strategy.
• Utilize Leadership to Drive Engagement: Leveraging the presence of a relatable and engaging college president, like Forsyth Tech’s Dr. Janet Spriggs, can boost student and faculty involvement.
• Adopt a Platform-Specific Strategy: Tailor content to fit the unique audiences on each social media platform to maximize reach and engagement.
• Make Students Feel Seen: Simple gestures, such as celebrating student milestones or featuring candid, relatable moments, foster a sense of belonging and pride within the college community.
• Highlight Real Student Stories Over Statistics: Share stories that resonate on a personal level rather than relying solely on polished content or general data.

Devin Purgason’s journey to becoming a sought-after conference presenter in higher education began simply—by sharing authentic stories about Forsyth Tech and highlighting the achievements of the institution’s students, faculty, and staff. With a natural enthusiasm for learning and engagement, Devin found himself being booked at events not because he aimed to promote himself but because his storytelling resonated deeply with audiences. His approach of focusing on Forsyth Tech's mission rather than personal accomplishments made him a compelling presence in the field.

Unlike four-year institutions, community colleges serve a more diverse demographic, both in age and experience. Devin explained that Forsyth Tech’s students range from 16 to 77 years old, requiring unique strategies for each social platform to ensure the content reaches the right audiences. For instance, while younger students may gravitate toward Instagram, other students might prefer Facebook. Devin emphasized the need for a flexible, multi-channel approach to accommodate the wide-ranging interests and preferences of their students.

Devin shared the significant impact Forsyth Tech’s president, Dr. Janet Spriggs, has on student engagement. Dr. Spriggs, a first-generation college student who grew up on a North Carolina tobacco farm, brings a relatable, authentic presence to her role, resonating especially well with Forsyth Tech’s community. Known for her #SprigSelfie campaign, Dr. Spriggs regularly interacts with students on social media, capturing moments on campus that make students feel seen and valued. This authentic engagement has become a hallmark of Forsyth Tech’s social media strategy, with the #SprigSelfie symbolizing community pride.

While often seen as a Gen Z preference, authenticity appeals to audiences of all ages. According to Devin, authenticity has become a staple of social media content across generations. Authentic posts, whether in the form of unedited photos or simple student highlights, receive higher engagement than overly polished content. Devin noted that Forsyth Tech has found success in showing the college’s real, everyday moments, especially those that involve genuine interactions between faculty, staff, and students.

For social media managers who may not have a charismatic figure like Dr. Spriggs, Devin recommends finding other ways to bring authenticity to the college’s social media. Highlighting student stories, sharing simple thank-you posts, or celebrating small wins are all effective ways to make students feel recognized. Authentic engagement, even in small ways, builds loyalty and encourages students to participate in the social media community.

Devin highlighted the value of non-follower metrics on platforms like Instagram, which reveal how many people outside the college’s follower base see and engage with posts. He explained that #SprigSelfie posts are especially effective for reaching beyond Forsyth Tech’s immediate followers, as students share these images with their networks. Additional metrics like shares and story reposts are key indicators of a campaign’s success, as they show genuine interest and engagement from the student body.

Absolutely. Devin advocates for a “students-over-statistics” approach, focusing on real stories that reflect the diverse lives of community college students. Whether it’s a casual photo of a student on campus or a simple post highlighting an achievement, real content resonates with audiences more than carefully staged or edited images. For community colleges, this approach helps build a brand that feels accessible, supportive, and student-centered.

Guest Name: Devin Purgason, Executive Director of Marketing and Student Care, Forsyth Technical Community College

Guest Social: LinkedIn

Guest Bio: As Executive Director of Marketing and Student Care at Forsyth Tech, Devin brings a rich blend of visual creativity and a deep commitment to education. Devin's evolution as a media professional enriches his innovative strategies in higher education marketing. He has been honored with Winston Salem’s Under 40 Leadership Award, NC Triad Business Journal's 40 under 40 and two CASE awards. His academic achievements include graduating summa cum laude from Piedmont International University, earning a master's in historical theology, and securing a graduate certificate in Digital Media and Marketing from Duke University.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, host Jenny sits down with Jesse Summers, Director of Social Media and Brand at the University of Oregon, to dive into the university’s monumental transition to the Big Ten Athletic Conference. The conversation unfolds at the American Marketing Association Symposium for Higher Education in Las Vegas, where Jenny and Jesse discuss everything from campus campaigns to the power of social media community. Jesse shares unique insights into leveraging athletic milestones for academic storytelling, collaboration strategies, and practical advice for institutions navigating large-scale transitions.

Key Takeaways

• Leveraging Athletic Milestones for Academic Storytelling: Transitioning to the Big Ten became a broader branding opportunity for the University of Oregon, showcasing academics alongside athletics.
• The Power of Collaboration in Higher Ed Social Media: Working with Big Ten social media peers helped strengthen the university's transition and fostered creative content collaborations.
• The Value of Research and Planning: Conducting market research on similar institutional transitions helped guide and refine campaign strategies.
• Resilience in the Face of Change: Effective strategies for addressing audience concerns and pushback during significant institutional shifts.
• Authenticity in Social Media Management: Jesse’s “confession” reveals that even seasoned social media managers are constantly learning and adapting, underscoring the need for flexibility and growth.

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What does the transition to the Big Ten mean for the University of Oregon?

Jesse explains that the August 2nd shift to the Big Ten wasn’t solely about athletics; it marked entry into the Big Ten Academic Alliance. This dual opportunity allowed the university to emphasize both athletic and academic strengths, turning the spotlight on research and educational initiatives. Jesse shares that his charge as the Director of Social Media was to craft a narrative around this milestone that reached beyond sports to reinforce the University of Oregon's brand.

How did collaboration play a role in the transition? 
Joining the Big Ten community opened doors for collaboration with other university social media teams. Jesse recounts an early connection with Ohio State, which led to a fun, co-produced video engaging both student bodies. For Jesse, meeting new people and attending conferences like the Big Ten Marketing and News Plus Conference created opportunities to share best practices, collaborate on content, and support one another across institutions.‍

How did the University of Oregon’s social media team manage the transition campaign? 
This campaign spanned multiple channels, from social media to print publications. Using the RACI model, Jesse oversaw the timeline and cross-departmental efforts, ensuring cohesive messaging across digital and print platforms. The campaign featured the fan-centric “UO Connections” game, mimicking the popular New York Times “Connections” puzzle with a University of Oregon twist, reinforcing the bond between athletics and academics.

How did the team handle potential pushback from the community? 
Acknowledging that change can often spark mixed reactions, Jesse noted that most of the initial feedback occurred a year before the official transition. Anticipating some negativity, the team crafted a celebratory and positive campaign that kept the focus on the university’s forward momentum. Jesse shares that they generally ignored the few trolls, letting genuine fans and community members drive the narrative.

‍What advice does Jesse have for others facing large institutional changes? 
Jesse recommends thorough market research and analyzing similar transitions at other universities to inform campaign strategies. He emphasizes the importance of building solid relationships with partners—internally with departments like athletics and externally with peer institutions. These relationships allow for streamlined communication, foster trust, and support collaborative efforts that can make or break a campaign’s success.‍

What is Jesse’s “confession”? 
Jesse’s lighthearted confession reveals a relatable truth: even though he appears polished and in control, he’s continually adapting and learning in the fast-paced world of social media. This candid moment serves as a reminder to all social media managers that no one has it all figured out, but a willingness to learn and grow is crucial.

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Connect With Our Host:
Jenny Li Fowler
https://www.linkedin.com/in/jennylifowler/
https://twitter.com/TheJennyLi

About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.